Classic Airlines and Marketing
Sarah R. Burney
MKT 571
May 21, 2013
Tammy Duty-Segura
Classic Airlines and Marketing
Over the years many businesses applied marketing into their business approach that characterizes and outlines the company goods and services. Every business has a unique meaning on how marketing is important to the processes of the business. Marketing deals with companies meeting and identifying human and social needs (Kotler & Keller, 2006). Classic Airlines is one of the fifth major airline companies that have an extensive history of accomplishments although the company is facing complications in their development with regard to an effective provision and marketing operation. This research will explain some of the marketing concepts in week one’s reading of Classical Airline and Marketing scenario and discuss how these concepts relate to the context of the scenario.
Marketing Concepts
Marketing concepts term maintains that achieving organizational goals depends on knowledge of requirements and demands target market and delivering the desired gratification (Kotler & Keller, 2006). Marketing insinuates that to satisfy business objectives a company should foresee consumer requirements and fulfill these more effectively than competitors’.
Classic Airlines is one of the fifth major airline corporations that controls a fleet of 375 jets that serves 240 cities with daily flights of more than 2,300 and employs 32,000 with a revenue of 10 million and 8.7 billion in sales (Kotler & Keller, 2006). Despite 25 years of success the company faces present financial challenges because of managerial variances, stock prices reduction, customer uncertainty, employee morale, increasing fuel, and labor cost.
The board of directors at Classic Airlines decreased cost by 15% for 18 months, which give reasons for management to evaluate the marketing concepts. One concept involves integrated marketing that gives companies the...